A sales plan that doesn't involve purchasing sales leads is risky if you market to architectural graphics businesses.
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Good, third-party lead lists can bring stability and consistency to your sales strategy. But that isn't the only advantage they offer. Here are some other benefits lead lists offer companies that routinely sell to architectural graphics businesses.
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Lead List Metrics
Multiple methods exist for measuring the effectiveness of architectural graphics business lead lists.
For starters, conversion rate (number of sales/number of leads) is clearly the most important metric in determining the success or failure of a specific lead list. But you may also want to think about integrating a few other metrics into your assessment routine.
A units-per-lead measurement demonstrates the quality of the leads in your lists. When compared to your internal lead generation metrics, a dismal units-per-lead number indicate a provider that isn't performing adequate qualification or lead filtering. Along the same lines, individual metrics for your sales staff indicate how well each of your team members is using the leads they receive through a third-party supplier.
Beat the Competition with Better Lead Lists
Many businesses primarily view lead lists as a convenient resource. Although lead lists simplify lead generation, that isn't the only advantage they offer. Lead lists also deliver a competitive benefit for companies that sell to architectural graphics businesses. As your competitors waste time fishing for leads in phone books, a good lead list lets your team turn its attention to actual prospects and sales activities.
Where to Find Lead Lists
Google is often business owners' first stop when they're looking for a lead list provider. Although online searches have value, they don't tell the whole story. The Internet is full of providers that are big on promises and short on execution, so it's important to verify each provider's claims and references.
We've known many lead list providers throughout the years, but we have been consistently impressed with Experian. One of Experian's many high points is a database of more than 14 million U.S. businesses. Companies that sell to architectural graphics businesses rave about Experian's ability to deliver updated leads that have been filtered to meet precise geographic and demographic criteria.
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